Like most lead generation companies, DBL suffered from a significant percentage of unqualified leads. Customers are often entering false or erroneous credentials, or simply not the target customer needed. LeadExec has long been used to collect and score leads before routing them to the call center CRM, ClickPoint. This process includes checking name, email, phone number, address, and other custom criteria to remove unqualified leads, and score remaining qualified leads.
Adwords search is the primary source of leads, but acquiring leads at a good CPL (Cost Per Lead) was not the problem. Achieving the volume of qualified leads in order to scale the business at the right CPL was a different story. The challenge was to determine the relationship between converting keywords and qualified leads in order to remove wasted marketing spend and focus on keywords that resulted in profitable closed deals.